Many commercials in our everyday lives include sexualizing products and services as well as utilizing women to portray certain images of the product. One prime example would be Carls Jr, whose racy commercials often feature scantily-clad women eating the burgers in a sexualized way. One may argue that this is definitely a prime way to get attention of its targeted audience and for Carls Jr, that would be young adult males and in addition, such controversial advertisement is bound to rile up the audience. However, companies often do not consider the consequences of these advertisements-- what are the long term effects of painting this picture of a certain gender? The APA Task Force has found that such sexualisation could lead to negative self-esteem, bad body image; many impressionable young girls would also start to view themselves more of a sexual object than anything else. Thankfully, over the years, this negative phenomenon has garnered enough attention to push advertisers away from this trend. Case in point, Carls Jr has revamped their advertising campaign by explicitly explaining the bold makeover of their advertisements in their publicity efforts. It is not just the effort of one firm though; GoDaddy, who has been known for their racy commercials for the longest time are also stepping away from this trend after public outcry. However, how far is this industry willing to step away from sexualisation of women? After all, it has been proven to grab the attention of the viewers-- which, in spite of many things, is often the ultimate goal of advertisers. Are gender roles really going to be (finally) diversified?
https://www.fastcompany.com/3041434/why-godaddy-is-finally-trying-to-repairing-its-sexist-reputation
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